Project description
Overcoming barriers to sustainable behaviour
The urgency to meet Paris Agreement goals is clear. Yet, despite increasing availability of sustainable options, their adoption remains sluggish. Supported by the Marie Skłodowska-Curie Actions (MSCA) programme, the ECO-HURDLES project addresses this gap. It aims to uncover the reasons why sustainable behaviours fail to spread through society. Focusing first on individual perceptions and biases, then on social dynamics and barriers to the adoption of sustainable behaviours, the project tests interventions to promote sustainable choices. By bridging gaps in understanding and behaviour, ECO-HURDLES aims to accelerate Europe’s path to climate neutrality by 2050. Its insights promise to shape policies and empower consumers to make informed, sustainable choices, crucial for a greener future.
Objective
The need for action on tackling climate change has reached a make-or-break moment: we can only deliver on the commitments made in the Paris Agreement if we act now. Given the importance of consumer behaviour in addressing climate change and the urgency for action, accelerating the growth in the adoption of green practices is critical if Europe is to become a climate neutral continent by 2050. However, while the availability and consumption of sustainable product and service options has been growing, the diffusion of these sustainable practices in society has been slow, showing that early adoption of sustainable consumption practices does not sufficiently generalize to similar practices or other consumers. The overarching objective of this project is to study why instances of environmentally sustainable behaviour does not always invite more instances of such behaviour. I will study the hurdles first at the intrapersonal level by looking at downstream consequences of perceptual biases and testing intrapersonal consistency across different consumer domains. Then I will move to the interpersonal level, studying barriers that might prevent consumers from following or mimicking the green behaviour of others. At both levels I will test a number of theoretically justifiable remedies and nudges to correct for these biases. The project findings will provide valuable input in defining policy and strategies to encourage environmentally sustainable consumption and will help consumers in interpreting eco-information and understanding the effects of biases on their own consumer behaviour.
Fields of science (EuroSciVoc)
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Keywords
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Programme(s)
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
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HORIZON.1.2 - Marie Skłodowska-Curie Actions (MSCA)
MAIN PROGRAMME
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Topic(s)
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Funding Scheme
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
HORIZON-TMA-MSCA-PF-EF - HORIZON TMA MSCA Postdoctoral Fellowships - European Fellowships
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Call for proposal
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
(opens in new window) HORIZON-MSCA-2023-PF-01
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Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.
0484 Oslo
Norway
The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.